Cerulli finds asset managers can differentiate by aligning value-added resources with advisors’ most pressing client-facing needs
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August 27, 2026, BOSTON—Competitive advantage in asset manager distribution increasingly depends less on product access alone and more on the quality of support firms provide to advisors. Asset managers must therefore be more deliberate about where they invest in technology, data, specialist roles, and practice management resources to meet advisors’ most pressing needs, according to The Cerulli Report—U.S. Intermediary Distribution 2026.
While firm reputation, strong investment results, and limited volatility remain important, value-added resources increasingly shape how advisors evaluate potential partners. Thought leadership content is important to 84% of advisors, and 76% consider the quality of the digital experience, including advisor portals and digital portfolio tools, important in their decision-making.
However, Cerulli finds a meaningful disconnect between the support distribution teams believe advisors want and the resources advisors prioritize most. More than half (52%) of distribution team members believe advisors seek business consulting and strategic growth guidance, yet only 16% of advisors prioritize it. Instead, advisors’ top priorities center on practical, client-facing tools: client engagement strategies (37%), financial planning implementation support (29%), and behavioral finance coaching tools (27%).
“For asset managers, the most actionable opportunities are client-facing resources advisors can apply directly with clients,” says Andrew Blake, associate director. “Firms that equip advisors with these resources and tools are better positioned to differentiate their support and deepen advisor relationships.”
Some firms are employing practice management specialists to help firms bridge the gap between advisor demand and distribution support. “Practice management specialists are a key differentiator, with only 33% of Tier-I firms1 and 16% of Tier-II firms currently employing them,” says Blake. “Asset managers that invest in dedicated practice management specialists can stand out in a crowded market by offering advisors hands-on guidance that remains uncommon across the industry. By focusing on what matters most to advisors, asset managers can turn value-added support into a clearer competitive advantage,” he concludes.
1 Cerulli defines Tier-I asset managers as those with more than $20 billion in advisor-sold assets.
About Cerulli Associates
For over 30 years, Cerulli has provided global asset and wealth management firms with unmatched, actionable insights.
Headquartered in Boston, Cerulli Associates is an international research and consulting firm that provides financial institutions with guidance in strategic positioning and new business development. Our analysts blend industry knowledge, original research, and data analysis to bring perspective to current market conditions and forecasts for future developments.
